Linking relationship equity to brand resonance in a social networking brand community

作者：

Highlights：

• A model to link relationship equity to brand resonance and brand equity is proposed.

• An online survey was conducted and structural equation modeling (SEM) was used to examine the proposed model.

• This study successfully links relationship equity to brand equity in social networking brand community context.

• Brand marketing activities to manage customer relationship are suggested.

摘要

•A model to link relationship equity to brand resonance and brand equity is proposed.•An online survey was conducted and structural equation modeling (SEM) was used to examine the proposed model.•This study successfully links relationship equity to brand equity in social networking brand community context.•Brand marketing activities to manage customer relationship are suggested.

论文关键词：Brand equity,Brand resonance,Customer brand engagement,Relationship equity,Social networking brand community (SNBC)

论文评审过程：Received 3 July 2018, Revised 11 April 2019, Accepted 11 April 2019, Available online 16 April 2019, Version of Record 24 April 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100849